Jeep Adventure Small/Cabin 52cm Hardside Suitcase Charcoal 5200C
1.Introduction - Since its foundation during World War II, the Jeep® brand has been recognized throughout the world as a symbol of freedom, capability and adventure. Jeep’s ethos of Go Anywhere, Do Anything® now extends to the luggage arena with a selection of rugged luggage, ready for anything you throw at it. (1)
2.Outline product -
Brand Jeep, Modern design - looks like a tyre, quality product with 3 years warranty, Features - 4 x multidirectional spinning wheels, fully lined interior with organisational divider, recessed push-button telescopic trolley system, comfortable grip handles on top and side Benefits - helps make packing easy, easier lifting and carrying, Approved cabin bag size for Qantas domestic and international flights, Price in AU - $109-$280
3.Situational analysis -
Macro-environmental analysis - PESTEL
a) Political - at the moment we won’t be affected much by political situation, but in future, Australian government plans on increasing GST by 5% - we could use the fact for our marketing “PRE-GST sale”
b) Economical - Global Economic crisis effects Australia less than in Europe. Still our product will be as an “extra” product for many households.
c) Socio-cultural - With our suitcase we can show, that we are concerned about health of people, where they don’t need to carry things on their back, because our product (suitcase) has wheels. It also makes travel in Airplane easier, because it fits into overhead locker.
d) Technological - There is often a tendency to focus Technological developments, materials development and new methods of manufacture, distribution and logistics.
e) Environmental - Our is made only partially from recyclable plastic. Only small plastic parts, in future we would like to focus on using recyclable materials in bigger parts, or using recycled materials for production.
Micro-environmental analysis - Micro environment factors, are factors close to a business that have a direct impact on its business operations and success. Before deciding corporate strategy businesses should carry out a full analysis of their micro environment. In this article we discuss common micro environment factors. (2) For Jeep suitcase - There is many suitcases similar, so it’s high competitive place. 4P’s analysis for Jeep suitcase.
SAMSONITE - Armet
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Product
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Boring look & Larger & Lighter (100g) & More colors & 10 years warranty
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Place
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Suitcase shops & Internet shops
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Price
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$195 (higher price)
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Promotion
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Only promotion through online store
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ANTLER - Tiber
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Product
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Luxury look & Larger, but less capacity & Lighter (200g) & Only one color
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Place
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Suitcase shops & Internet shops
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Price
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$149 (higher price)
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Promotion
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Only promotion through Online store
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QANTAS - Spectre
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Product
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Boring look & Larger, but less capacity & same weight & Only 1 color & 7 years warranty
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Place
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Suitcase shops & Internet shops
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Price
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$95 (lower price)
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Promotion
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better promotion through Online store and Qantas (Air-company)
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4. Pricing policy
Jeep uses Value based pricing policy. As their suitcases are one of the cheapest ones on the market at the moment, but offer a great quality and features for the price.
Price adjustment strategy: is the discount that they are allowing on different online stores like http://www.bagworld.com.au/ etc. The original price 278 dollars is now 109.
Product mix pricing strategy: product line pricing
Example for this kind of pricing is Jeep is offering 3 piece sets of different size same model suitcases. As the original price for buying all the items separately it would cost almost 1000 dollars but getting a set of 3 would cost little under 400 dollars.
5. Promotion
For promotion Jeep has used different online shops to distribute a product nationwide with minimum cost to company. Their second smart promotion way is to sell the suitcases in sets of 3 with a bit cheaper price. That will triple their sales if successful.
6. Place
As mentioned previously Jeep uses different online stores to distribute their suitcases.
Their main factory is located in China and main office in Israel. So the good distribution is the key for success with that product.
Jeep uses both indirect and direct distribution channels. They sell suitcases directly on their webpage and also uses different online and physical stores.
Jeep uses selective distribution coverage strategy as they are not available everywhere but it's still quite easly accessable .
7.Level of customer service
Customer service for Jeep suitcases is either email or telephone based. When I contacted them via telephone I would rate the level of professionalism 10 out of 10.
Reason was the nice person keeping her calm as I was testing her with my most stupidest questions. Well done Jeeps customers service team.
8. Customer pace (target market)
Target market for our product is young adventure seeking adults in between 20-35 years of age. As we are not sexists we don’t pressure genter in our target market segmentation.
9. Outline how you would evaluate your marketing mix
Evaluate my product - Customers feedback, feedback forms, having people trial, popularity of our product (how many people own our product)
Evaluate the price - Compare products price with other similar products on market, also have to count in the price how much we are spending on making the product, and how much cost our marketing. Is the price too high? or too Cheap
Evaluating the place - Looking at profit we are making from Jeep Adventure Shops - is the place where is the store located profitable? Jeep Adventure has also online stores and cooperate with other stores, it’s available anywhere in Australia, we can only evaluate how many suitcases these stores sold, which won’t exactly tell us much.
Evaluating the promotion - customers feedback, what are the responses to our advertising - how many people we reached and how many people bought our product, are the money we spend on advertising reasonable.
- http://www.learnmarketing.net/microenvironment.htm
